Il potere delle fiere nell'era digitale

Copyright by MCH Group 2016

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Digital

Exhibitions in the age of digitization

Stephan Peyer,

September 2016


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Whatever you think or feel …


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… this ISN’T just even more hype!


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This is what our exhibitors’ marketing world looks like today!


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Should we take the time to consider matters and have a rethink …?


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… to make sure that we don‘t suddenly end up following the 'Kodak' route?

The digital world is exerting continued

pressure on exhibitions/events (erosion,

"white cliff") and threatening their

(profitable) survival over the medium to

long term..

Our customer companies are

breaking out of their marketing

strategies to date and looking for

new (sales) routes and formats

AND there are an increasing

number of these on offer!


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As an organiser of events, there are various starting pointswe can proceed from

Improving customer retention (quality of the experience, simplicity, etc.)

Boosting efficiency (cost effect, productivity)

Increasing sales (including new marketing formats / services)

Developing new business models on the basis of our “market capital”


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Lass uns das Dach flicken, solange die Sonne scheint!


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We would be well-advised to (finally) break out of our tunnel vision!


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… and see ourselves as part of a bigger whole!


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Using our data capital we can harness the technical developments to penetrate new market areas – live & digital!


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The future lies in hybrid benefit models and new ecosystems – live & digital!


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On the product side, the industry should thus urgently focus on …

… working on the relevance of its

platforms for the different sectors –

both "live and digital" (…

analogue?);

… further boosting the attractiveness

(experience value) of these platforms;

… honing its content-producing

capabilities, because the motto of the

future is "content is king“ – well-

marketed, attractive and triggering

action; … and always start with the customer!


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This is what our exhibitors’ marketing world looks like today!


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Who says that we can‘t come up with additional marketing offers in the course of the customer journey?

LEAD MANAGEMENT

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DEALER DAY

White Label App

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Popup Store

Push notification

RESEARCH LAB

RFP platform

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Loyalty programs

DirectoriesC

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personalizedNEWSLETTER

LinkedIn

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Instagram

YouTube

DATA

SOCIAL

CLOUD

MOBILE

consulting

Awareness Consideration Purchase Service Loyalty Expansion

Personalized website

BLOG

PODCAST


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Key take-out of the day

There is no "one size fits all” solution, we will have to go industry by industry

We can create more value and consequently strengthen our competitive position

We are not a start-up, we therefore have to transform – and that is difficult and

painful

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Il potere delle fiere nell'era digitale

Business

Transcript of Il potere delle fiere nell'era digitale